When it comes to lead generation, it's all about quality. But in a sea of online leads, how do you distinguish the good from the bad? This list of suggestions offers worthwhile techniques to help you get the most mileage out of your marketing plans.

1. *Based on LexisNexis proprietary data.
Marketing Solutions from LexisNexis®
Lifeeventsdrive
shoppingbehavior.
New mortgage holders are nearly
twice as likely to shop insurance
across lines of business.*

2. Top 7 Ways Insurance Carriers
Can Optimize Marketing Leads,
Targets and Prospects
When it comes to lead generation, it’s all about quality.
But in a sea of online leads, how do you distinguish
the good from the bad? This list of suggestions offers
worthwhile techniques to help you get the most
mileage out of your marketing plans.

3. 1
Prospect Targeting
Find the right customer using the right tools
Reaching out to the wrong prospect through the wrong sales
channel is costly and this is where automated practices,
such as prospect profiling, come into play. Utilize the right
tools to ensure target prospects are highly aligned with your
target profile to drive more sales. Leverage real-time prospect
attributes, such as insurance-specific segmentation personas
that reflect different life stages or coverage propensity to
help gauge corresponding insurance needs. The more insight
into your prospects, the more opportunity to deliver the right
message to the right person at the right moment.

4. 2
Buying Leads with Retention in Mind
Keep those leads coming
“To buy or not to buy” is the question many marketers ask in
reference to purchasing leads. If you’re like most insurers that
buy leads, you know the balance of quantity and quality can be
delicate. To ensure ongoing lead generation, be clear that you
are buying a list, not renting, so you can continue marketing
touch points without limitations. Make sure they include
the right demographic data to reach your ideal customer.
In addition, ensure they can identify contacts who have
purchased insurance products or services similar to yours.

5. 3
Lead Qualification
Don’t waste your marketing budget on unqualified leads
In a perfect world, your marketing programs generate more
qualified leads than you can handle. But in the real world, leads
may end up being current customers, duplicates, fraudulent,
or outside of your target market. So how do you anticipate
which leads are most likely to result in a quote and policy? That
golden thread between raw leads and qualified prospects is lead
scoring. By qualifying leads early on, through lead scoring, you’ll
save time and money. Say goodbye to unproductive leads so
you can say hello to increased close rates and sales revenue.

6. 4
Make the Buying Decision Easy
How not to lose your leads to “the other guys”
Many prospects shop multiple carriers and plans before
deciding to buy. Make the policy decision less daunting and
more intuitive via a tailored shopping experience. Suggest
appropriate coverage options generated from real-time
prospect attributes for a customized sales engagement that
visitors will appreciate and respond to. And keep that response
window short. Once the lead form is filled out, time is of the
essence to contact that high-quality lead and convert them
into a customer.

7. 5
Lead Engagement and Follow-Up
Know what makes them tick
To successfully engage prospects, Know Thy Customer with
real-time insights into who they are and what’s likely to get
their attention. Is the prospect a motorcycle, boat or RV
owner? Seize the opportunity to cross-sell, upsell or just plain
sell by investing in a solution that provides a single view into
your prospect’s profile and potential needs. Insight into the
digital journey that have led prospects to you will also help you
improve targeting, messaging, and identification of those leads
that are worth nurturing.

8. 6
Targeted Messaging
If you want more policy sales, personalize the offer
The right marketing automation can do magical things with
data insights, such as varying messages, personalizing offers
based on prospect interests, and improving engagement at
the point of contact—all from obtaining just the prospect’s
name, address and date of birth. Personalized experiences
develop authentic relationships that result in customer
retention and trust. Build customer relationships by creating
more personalized user interactions that will help prospects
advance through the purchase funnel.

9. 7
Results Tracking
Get the skinny on prospects to know how to close them
When you know which leads turn into customers, it’s a lot
easier to identify the best leads to pursue. Tracking the results
from your leads and their likely channel preference can help
you improve lead quality and optimize your touch points.
Imagine the marketing power of knowing which leads are more
likely to buy and which just want to shop. The opportunity is
great, as is the potential for improved ROI on your marketing
programs.

10. For more information:
Call 800.458.9197 or email
insurance.sales@lexisnexis.com
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